Prominence

Prominence is an estimation of your ad’s visibility on the search results page. Things that affect prominence include:

Ad position: Ads in higher positions have more prominence, because people are more likely to see the ad. Generally, an ad gets more clicks as it moves to a higher ad position.

Ad formats: Ads with ad formats have more prominence than ads without ad formats, because formats generally draw more attention to an ad and increases clicks on an ad.

Prominence is primarily measured by the average change in click-through rates (CTR) from adding ad formats or moving to a higher position. The unique value of other interactions, such as a call from a click-to-call ad, can also contribute to prominence.